How to Use Your Website to Improve Lead Nurturing
According to MarketingSherpa, 79% of leads never convert to sales. The most common reason for this is a lack of lead nurturing. Website personalisation offers the potential to reduce that statistic dramatically by developing relationships with prospects that support their decision making. Find out more in the infographic below.
By providing the right content at the right time throughout the buying cycle, website personalisation can improve conversion rate at all stages of the sales funnel and turn unknown leads into fully qualified opportunities for your sales teams.
| Responsible | Sales Funnel | Lead type | Personalised website journey | Integrate with others channels |
| Marketing | First stage: Discovery | Unknown |
Personalise based on industry and/or role, location, company size. Issues-based and educational content to establish credibility, expertise and relevance: video, blogs posts, slideshares, thought leadership pieces, client logos. Calls to action: Email sign up, direct to other relevant blog posts and eGuides. |
|
| Mid-stage: Interest | Unknown/Known |
Informative and results-driven content introducing benefits of products and services: blog posts, product pages and videos, eGuides, testimonials. Calls to action: email sign up, join live webinar or event, download, podcasts, whitepapers or case studies. |
|
|
| Late stage: Evaluation | Known/lead scoring |
Evidenece-based content including third party endorsement and action plans: implementation guides, case studies, reviews, comparison tools, pricing. Calls to action: free demos, free assessments or checklists, join event or live webinar. |
|
|
| Sales | Decision/Purchase | Qualified opportunity |
Hand over to sales with data on content consumed to inform sales conversations. |
|
Discovery:
83% of B2B buyers say company websites are the most popular channel for their online research and buyers make on average 5 to 10 visits to a website before buying. (Marketo)
Interest:
CTAs targeted to the user have a 42% higher view-to-submission rate than calls-to-action that were the same for all visitors. (Hubspot)
47% of buyers viewed three to five pieces of content before engaging with a sales rep.(Demand Gen Report)
Evaluation:
74% of business buyers conduct more than half of their research online before making an offline purchase. (Forrester Research)
Decision:
Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester Research)
Perhaps the most exciting impact of website personalisation is that it means you can treat visitors to your website as individuals and transform what was traditionally a static broadcasting tool into one that allows two-way conversations.
The B2B buying cycle is by its nature long and complex but by speaking directly to your visitors needs with new and engaging content at the right time, you’re in a much better position to win their trust, build a relationship, and nurture them into a potential opportunity for your business.
Takeaways:
- Personalised websites nurture leads by providing the right information at the right time to support decision making.
- Personalised content and calls to action can improve conversion at all stages of the sales funnel.
- Use website personalisation to create a two-way conversation with your leads. Understand their interests and needs and show how you can address them.
- Turn leads into qualified opportunities and provide sales with useful insight into the content and issues they care most about.
Increase engagement and conversion at every point in the user journey. Download The CMO’s Guide to Lead Generation Websites
About the author:
Partner at Tomorrow People
Pete is a strategic marketing leader specialising in positioning, go-to-market strategy, growth and AI-enabled marketing performance. He has worked with organisations including Schneider Electric, TechData, Atos, Microsoft, Reachdesk, ABB, TelmarHelixa, Trustpilot, Company365, GlobalData and more, helping brands sharpen their market position, strengthen go-to-market execution and accelerate growth.
His work focuses on turning complex propositions into clear market narratives, aligning commercial teams around stronger positioning and improving marketing performance through the smart application of AI. From category development and messaging to launch strategy and growth planning, Pete brings a practical, commercially grounded perspective shaped by hands-on experience across B2B and enterprise environments.
Pete has also spoken at Content Marketing World, where he has contributed to industry conversations on positioning, growth and the changing role of AI in modern marketing. He writes about the strategies, decisions and operating models that help ambitious brands move faster, communicate more clearly and perform more effectively.
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